ebook9781891002564d4325

Description

Marketing Research Principles/3e is designed to help students learn, understand, and apply the concepts and theories of marketing research. This book features four themes that make it distinct from other books and more useful to marketing students. These include (1) strong emphasis on how to use marketing research to make better management decisions, (2) focus on understanding and interpreting marketing research studies, (3) application of marketing research to marketing and business situations, and (4) integration of data analysis, interpretation, application, data presentation, and decision making throughout the entire text.